One of the greatest benefits of working in professional services is that I am exposed to a wide variety of organizations and customers. One of the challenges I hear most frequently is about the complexities of the business-to-business (B2B) model over the business-to-consumer (B2C) model. Early in the database marketing maturity model, it seemed like an excuse. But having been through several implementations in both worlds, I have come to appreciate the complexities of the B2B model.
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